Posts

Will Content still be King- How to Combine an Amazing Online Marketing and B2B Lead Generation Campaign

Will Content still be King? How to Combine an Amazing Online Marketing and B2B Lead Generation Campaign

//by:

Will Content still be King- How to Combine an Amazing Online Marketing and B2B Lead Generation Campaign

Some B2B websites are posting an endless series of articles saying that content is king. This is apparently true in lead generation, because there is really no other way to drive up qualified sales traffic. It is all a matter of upgrading your demand generation to fit your lead management efforts.

B2B companies are making content their main weapon. In fact, in a post by WebDam, at least “73% of B2B content marketers are producing more content than they did one year ago.” TheContent Marketing Institute meanwhile stated that 58% of B2B companies are to increase their content marketing expenses.

The statistics speak for themselves. Lead generation is best facilitated by content marketing. The same goes for lead nurturing. But the numbers change over time in proportion to online content’s popularity. An overreliance with content might just influence its dwindling appeal among consumers. We could even call content as just another business fad that would soon become all too common within the online social realm.

Such a scenario is possible and it would be best for businesses to stay vigilant if not innovative in increasing the production of B2B leads. There are other content techniques to consider in developing an effective and well-balanced lead management and production.

Stick to a general theme.  It is typical for B2B companies to “hijack” popular trends that pervade their industry. Overtime, they change their online images in a bid to appeal to their audiences’ tastes. But, with respect to lead nurturing, it would be better to stick to one flexible persona.

Make SEO count. The articles in your landing pages should strike a balance between readability and online searchability. Neglecting search engine optimization could only lead to poor web traffic that translates to poorer sales, which is something you should not opt for in your lead nurturing.

Be intelligent and useful. Because content has become a persistent trend, gaining a competitive edge is rendered difficult. To truly succeed in lead management and generation, you would have to go for unique content. This is even more difficult as B2B companies have made uniqueness a common mantra, churning out blog articles and ideas for infographics that are recycled from older posts. This is what makes online marketing efforts insipid. Instead of going that way, try to produce content that is intelligent and useful. Writing “How to” or “Steps to” articles comprises a good starting point, but it would be better if you generate something beyond these lines.

Lead generation  isn’t about prioritizing a steady frequency of quality content. Many B2B companies think that posting on a regular basis could get them anywhere. But in reality, it’s all about giving your company persona a consistent image that endures and stays with loyal clients.

The Four P’s Of Sales Leads Nurturing

/in //by:

For a business to successfully generate qualified sales leads, a little nurturing of the relationship is in order. Remember that lead generation can be a slow process, one that can take months to successfully complete. But if the B2B leads are nurtured enough, these can be easily converted into a sale or business deal. Still, that is where the challenge is – how do you properly nurture leads? This is not just some relationship-building activity that your company can do at times. This is a process, with each step meant to reach the next level.

To do that right, you ought to take note of the four P’s of lead nurturing:

Permission – remember, gone are the days when you can just push your product to the faces of your prospects. You have to ask their permission before you start sending emails or business literature.

Preferences – this is important for your appointment setting team to glean, since what your prospects prefer (their likes and dislikes about a certain service or solution) will affect the overall sales pitch of your telemarketing team.

Personalization – when marketing to individual business prospects, always make sure that you talk to them at an individual level. This means personalizing your message, asking them how the business is, as well as tailoring your content to fit the tastes of your recipients.

Pull – you use the information you have gleaned about your prospects in crafting relevant content and call for action. When done right, this will compel audience to follow you, basically ‘pulling’ them to your direction.

Follow the four P’s, and your lead generation campaign will be just fine.

3 Ways To Create Better Appointment Setting Conversations

/in //by:

3 Ways To Create Better Appointment Setting Conversations

In every appointment setting task that you have to involve yourself in, you also need to remember how to best keep a conversation going. As long as your business prospects talks, there is a chance for you to generate more sales leads or a closed deal. The only challenge here is how you actually pull that off. For the veterans, having a conversation would be a natural act. But for those new in the game, it helps to know a few pointers to do it right. For example:

  1. Create an advocacy – remember Guy Kawasaki’s principle of brand ambassadorship? You may not need to have your clients speak in your behalf, but if you can copy that energy they have in your telemarketing calls, then it would make your lead generation campaign much easier.
  2. Paraphrase what they say – after the prospect has said their piece, repeat (in your own words) what they meant. In this way, ambiguity is avoided, and you can see if you have truly understood what the problem is. You can come up with a better solution for them, for that matter.
  3. Talk about the gap – the reason why your prospect might not be willing to work with you is probably because of the gap between your solution and the severity of their perceived problem. Your job now is to explain to them why they should be working with you.

For the sake of generating good B2B leads, you should do your best to have a conversation with your prospects. Your lead generation campaign is dependent on it.

Why Sales Leads Prospects Doubt You

/in //by:

Why Sales Leads Prospects Doubt You

It can be pretty hard to do business, especially with business prospects that doubt your offer. But all that is just a normal day in the office. The way you deal with them is what makes all the difference. To be successful in generating sales leads out of these types of prospects, you need to understand why they doubt you in the first place. Only then will you be able to come up with a winning lead generation strategy. To start with, B2B leads prospects do not trust you because:

  1. You begin with a lie – a successful business relationship is anchored on trust. How will you be able to maintain that if you started the whole process with a lie? Sure, this might help you get more business leads in your appointment setting campaign, but it will not help you at all in the long run. In fact, it will lose you more leads.
  2. Your claims are unbelievable – with so many companies claiming that they are the best, or the cheapest, in the market, it is only natural that business prospects would be tired of hearing the same song over and over again. If you really want to get their attention, show hard facts. Even if your outlandish claims are true, no one will believe you until you show proof.
  3. Your opinions outweigh your facts – when all your prospects here are your own praises for your products, they would naturally be suspicious. To make it easier for them to believe your claims, make it a point to use testimonials from your clients, especially the big ones. Also, substantiate your claims by giving facts.
  4. You focused too much on closing – yes, you need to get that deal, but if your focus is just that, without regard to what your prospects need, then you achieve nothing at all.

Correct these bad habits and your sales lead generation campaign will be more credible.

 

Secret To Better Sales Leads Generation? It Is All In Rapport

/in //by:

 

 

Secret To Better Sales Leads Generation? It Is All In Rapport

 

 

In terms of generating qualified sales leads, building rapport between you and business prospects is an important activity to do. After all, getting into the good side of business prospects is an aim that we ought to reach in all our activities. Building rapport is integral in our lead generation campaigns. Without it, we will not be able to generate the B2B leads that we need, not to mention failing to get interact effectively with customers. So, how will you do it?

  1. Personalize – from your emails sent to the telemarketing calls you make, you need to have some level of personalization to your prospects. Nothing could irritate a prospect more than receiving a “Dear Sir/Madam” letter, or a totally scripted call. Keep away from that practice.
  2. Advice – sometimes, give out business advice and marketing tips for free. This is against the common practice of give and take. While it might seem like an unnecessary expense in the long run, it is actually a good investment in building business rapport.
  3. Deliver – this is the point where the sale is made or the deal is struck. At this point, you might be lured to simply just deliver what you agreed on. Be careful: this is the point where your business prospect decides whether to do business with you again or not. So better impress, that will keep you their business.

Follow these business tips, and it will be easier for your lead generation and appointment setting campaign to perform. It will be to your benefit.

 

Top Three SEO Tactics To Avoid (Wait, Is SEO Still Relevant Anyway?)

/in //by:

Top Three SEO Tactics To Avoid (Wait, Is SEO Still Relevant Anyway?)

Search Engine optimization (SEO) was the buzzword of years long ago, like, 17 years ago. One might think that because it’s been around for so long everyone knows how to leverage it for their personal use and drive hordes of potential sales leads to their website. Although there have been a few successful stories, SEO is still a science of such fluid structure that even now marketers are having difficulty taming it.

When it first gained popularity, everyone who was anyone adopted it as an online marketing strategy. Then Google released the Panda update and everyone’s efforts went back to zero. Now that almighty Google is promoting value-rich content, has SEO become a thing of the distant past? With today’s digital marketing terrain, is SEO still optimal for promoting your website?

SEO is still very much relevant, although is has taken a considerable step backwards to make room for other digital marketing strategies such as social media, email and especially content marketing. Good SEO cannot exist without equally good content, as is highlighted by Google’s algorithm. Sales leads are driven towards your site by these relevant, well-researched, reliable and authentic content.

Whether you are still using these top 3 detrimental SEO tactics or plan to use them in the future – DON’T:

  1. Keyword Stuffing. The number one no-no for SEO and considered as spamming. Relevant content discusses topics using more than one word, so do yourself a favor and try to expand your own blogging vocabulary. Also, readers (i.e. sales leads) generally abandon a site the moment they read the same word used more than three times in a sentence.
  2. Reciprocal links and link farms. Almighty Google hates it. Period.
  3. Spreading articles through article marketing directories. These artificial link generating sites provide little benefit for your website. It’s much better to share your articles with topic-related websites that help promote your authority about your chosen keywords.

The moral of this story is that there is no holy grail for lead generation marketing. Each and every effective marketing strategy is the result of careful research and implementation where ROI is measured by carefully defined statistics. The main purpose of optimizing one’s website is  still sales leads generation, so whether your digital marketing makes use of this age-old marketing model, as long as it’s not broken and is doing its purpose, there is no need to abandon it just to join the current fad.

B2B Lead Qualification- Your Lead Generation Campaign Effectiveness Monitoring Station

/in //by:

by: Neil

Your lead qualification process can be your first source of marketing and lead generation campaign effectiveness feedback if you have strong communication between those qualifying leads and those driving the sales lead generation campaigns. While it may not appear like the bridge of the Starship Enterprise, believe it or not, your lead qualification team is in one of the best positions to view the effectiveness of the lead generation campaigns that have been executed.
We were doing a lead qualification campaign for a large, well known technology company who are constantly running a variety of business lead generation efforts by sponsoring events, participating in tradeshows and conferences. The leads collected by exchanging cards, registering for conferences, demos and so on go through a qualification process which helps identify the genuine leads which need to be expedited to sales, the cold leads which need to be weeded out and the leads which can be nurtured. A marketing or sales professional working on lead qualification is often the first person to connect with the leads after they are generated and in a position to get a feel of how the leads are reacting to the event which they attended and also get a feel of how they respond to a call from the company. This also puts them in the best position to gauge how effective the event or campaign was in generating awareness and also generating high quality responses. On this particular occasion we discovered the business leads were not very aware about the event, most were not very qualified at all and the response pointed out there was something amiss.
The feedback to marketing however revealed that this particular event didn’t work out quite as planned and the turn out / quality of leads wasn’t up to the mark either. The communication between lead qualification and marketing helped them come to a decision to not spend too much time on that set of leads and also to avoid using that event for future campaigns as it would simply be a waste. This communication between the two sides can really help bring valuable feedback to the table and help improve the lead generation process by detecting what works and what doesn’t at a much earlier stage. These kind of mistakes can be valuable in learning and fine tuning the lead generation machine as long as there is learning and something good comes out of it. Right?

 

How to Launch a Lead Generation Campaign

/in //by:

by: Athena Catedral

Before launching any lead generation campaign, make sure all involved teams are on board and on the same page. The goals should be clearly defined and applicable to the different parties. The strategies should be in place to effectively be geared toward this similar goal.

To start off, the campaign flow should be outlined carefully. Where does the process start and how will it end? How will you define its success or failure?

Correlate the promotional material, collateral to be used with the goals

If the goal is to increase leads online, then the promotional material will be correlated to this goal. Most if not all efforts will then be concentrated online. You can start with search engine optimization (to enhance sign ups via the website), email campaigns, online linking campaigns and even search engine marketing if you’ve got enough money to play with.

Identify different response mechanisms

How do you want people to respond to your business lead generation campaigns? Will there be a hotline number or do you want to course all campaign responses through your website or maybe a particular email address? These should be outlined carefully so your teams will be well-prepared to entertain in-coming prospects and follow through on possible sales. Having more response channels will be to your advantage, although tracking may become a challenge. Liaise with the different departments involved in making it work – those that will receive the clients by phone, email and website should align with the same spiel, the same offer.

Define the marketing message in line with the goal

Position the goal of your messages in the collateral in such a way that it will not be drowned by other content. Make this the focus of the entire piece. This should be the same for all pieces and for all sales lead generation campaigns if you’re doing multiple campaigns at the same time. Also ensure that everyone involved knows the marketing message – dissemination is key.

Ensure that the user makes the most of your campaign

For the lead generation services campaign to be effective, the user has to enjoy the experience. The campaign should be targeted enough to be appreciated by the right market. The flow of the campaign from ad to landing experience to response acceptance should be smooth and directed towards the goal. This will give your campaign a viral effect. People who appreciate how you’ve marketed your product will talk about it and spread the word. This is priceless marketing. And if you can get a reliable lead generation services provider who will take care of leads for you, you will really reap the rewards.

Once these steps are properly outlined, the campaign should be able to push through without a hitch. These are macro perspectives of any sales lead generation campaign and not designed to sweat the small stuff. But once these are in place, the details will fit perfectly like pieces in a puzzle.

 

The Secrets To Sales Lead Generation Online

/in //by:

Generating a sales lead is a fundamental part of sales lead generation. A sales lead is not yet a sale. It is purely an indication that a potential customer has expressed an interest in your product. You now need to set about convincing them that you are the right business for them to buy from and that you will solve their problems.Most companies that buy in sales leads typically tend to approach a potential customer by selling to them. This is will not work in 99.9% of the time. The golden rule is to ensure you give value first then offer the lead an opportunity to think things over, then re approach them and offer them something of value to buy from you.

Remember that price is not everything. If you offer services, reviews, help and advice that your competitor doesn’t then you need to make this clear to your customer. A great way to do this is to offer your sales lead a special report. This report will contain all the vital information about buying from you and also give them plenty of practical and helpful advice about what to look for, what to choose, and how to get the best out of the product.

The simple way to write a special report is to write down five things that are unique about your product or service. You can then expand on this by adding some general observations about what your competitors are not doing and you are. Once you have this complete you will need to decide on a title. I would recommend naming the report “Five Secrets To….” This type of title gets the interest of the visitor and is likely that they will take action and sign up for your report.  Simple. You now just have developed your own sales lead!

This method warms the sales lead up from just a lead to a probable sale. With technology today it is simple to put this entire business lead generation process on autopilot using an auto responder. The auto responder will send out messages or reports in the order you select without you lifting a finger 24/7 365 days a year.

You want to look professional in the eyes of your potential sales lead so need should invest in one of the many auto responder services there are on the market. There are those that are cheap and deliver messages promptly and professionally. They also allow you to add custom fields to collect more data about you sales lead on the name capture page that you need to create for your website.

How does your website currently generate sales leads? Chances are you have a simple contact us or request for more information form that you get visitors to use. If you are using this you need to change the way you capture data to ensure your website generates the right type of sales leads you need.

It is vital that you place your lead generation services form on the main page of entry; this is usually your index or home page. By doing this you are filtering the visitors to see their level of interest. We want to find the visitors who are interested in learning more about us, our product and how we can help them. If we do not capture their attention then we know that they will visit another site, as we have not satisfied their needs.

Business lead generation is a cost effective way to improve your website and turn your business into a 24 hour marketing machine for your business. Use auto responders to capture full sets of visitor data to ensure your online sales lead generation is high profitable and successful.

The best thing about this method is that whilst it might take some time to set up the auto responder, write the report and convert it to a pdf, it will work for you forever developing sales leads into sales using this simple yet powerful tactic for your lead generation campaigns.